| Lenfest Media Group Launches International Search for Next Great Consumer Product |
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Posted: Wednesday, May 18, 2011 10:09 pm
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Lenfest Media Group, a direct response marketing firm, will welcome
inventors to the National Constitution Center on June 22nd for its
first Discovery Day as part of an international search for the next
consumer product.
Inventors can submit product ideas to Lenfest Media at the Discovery
Day website (Visit http://www.LenfestMedia.com/DiscoveryDay).
Lenfest Media representatives will review submissions and invite
select inventors to Philadelphia to present their product to a panel
of direct response and product development experts.
“We know the next great consumer product is out there,” said Andy
McKinley, vice president of strategy and business development for
Lenfest Media. “We never stop believing in inventors and encourage
inventors to never stop believing in themselves.”
Lenfest Media transforms consumer products into household brands
through direct response television marketing and retail distribution.
The company hopes to discover products that are suitable for short-
form direct response advertising and sales through retail outlets.
McKinley said Lenfest Media looks for products that are unique, have
mass market appeal and solve a common problem. Products should also
be easy to explain and sell for about $20.
“A successful direct response product has to immediately capture
someone’s attention,” McKinley said. “There is an ‘a ha’ moment when
a product connects with a consumer. It’s that product that we hope to
discover on Discovery Day.”
Inventors will be given five minutes to sell their product to the
judges on Discovery Day. If the judges like the product, Lenfest
Media will look to license the product from the inventor and bring
the product to market through direct response television and retail
sales.
The direct response industry is a more than $300-billion-a year
industry, according to the Direct Marketing Association. Lenfest
Media is a key part of the industry through its product development
and through independent broadcast station WMCN, a sister company,
that airs direct response programming to 2.6 million households in
the Philadelphia region.
PHOTO
Andy McKinley, vice president of strategy and business development
for Lenfest Media Group, with (l to r) the Alligetter, Micro Crisper
Pan, Micro Grill and KwikSip.
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